OK, so let's say you're a CEO blogger, having established your blog for one purpose or another. You've built a relationship with your customers on the back of the products or services you deliver, which many think are good enough that they'll buy more than once and pay you willingly for the privilege.
Then something goes bad. A necessary recall, for instance, or some questionable behavior is reported. The press is knocking at the door, your colleagues, customers and employees are starting to wonder what's going on...
If you're not a blogger, what's your platform for getting out the truth?
I've been in the marketing and communications business for over 30 years, a blogger for more than three years, and I just had this blinding glimpse of the obvious about one of the values of blogging. It gives you an outlet, access to your audience, to tell the truth, to give the background, to fill in the blanks, so that you can at least control some of the information.
Arik Hesseldahl of BusinessWeek has written on several occasions (in order, here, here and here) recently that Steve Jobs should blog. Not only about the possible options backdating scandal, but also about new products, flaps over trademarks, the music business - about anything that would allow him to tell more of the story.
So maybe blogging isn't only about working out for myself what I'm thinking. Even with a small audience, it's a platform for the truth and the rest of the story.
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